What would you advise a small-business owner who is trying to raise awareness of a company through a blog? What types of posts tend to resonate the most?

Brogan: The best way a small business can grow a blog is to write posts that are helpful to its prospective buyers. Rarely, if ever, should you write about you. If you sell juicers, then post recipes and ideas for easier cleaning. If you’re a lawyer, then post articles about how people can prepare and save themselves time and money and aggravation. Be helpful. It’s how I’ve made all my money.

Christopher Null is the founder and owner of Null Media LLC. A 20-year veteran of the magazine and internet trade, he's worked for some of the biggest names on the web and in publishing, including Yahoo!, Intuit, Ziff-Davis Media, Future Networks, McGraw-Hill, and CMP Media.